Taking chances is essentially a gamble—you might win, or you might lose. There’s always a risk involved, and it’s significant because only one in a hundred, or even a thousand, people have the chance to win a prize. However, as a sweepstakes advertiser, you don’t need to worry about that risk. Your goal is simply to encourage more and more people to participate and try their luck. How can you invite them to your platform? Advertise sweepstakes digitally is the right answer.
Sweepstakes have now become a most common but effective strategy for businesses looking to capture the attention of ideal customers. With the promise of exciting prizes, sweepstakes offer a unique way to engage audiences and encourage participation. However, simply launching a sweepstakes isn’t enough: how you advertise it can decide the success.
In this blog, we will provide you with a detailed guide on how to promote sweepstakes. We will cover everything from choosing the right prizes to effectively advertise sweepstakes. So, if you are ready to take your sweepstakes to the next level, read on!
Advertise Sweepstakes: A Smart Choice for Engagement
Are you looking to advertise sweepstakes? If so, you are on the right path. But before taking any action, you need to understand what they are and which one is the perfect fit for your business. Sweepstakes are promotional contests where participants can win prizes (cash or non-cash) by entering their names into a draw or spinning a wheel of luck. To enter, they usually need to submit an entry form or complete a specific action, such as signing up for a newsletter or making a purchase.
The winners are selected randomly from all the entries received. Businesses often use sweepstakes to attract new customers and boost engagement. Unlike lotteries, they don’t require participants to purchase a ticket or pay to enter. Here are some types of sweepstakes that you might use in various shopping or other platforms:
- Free Vacation Sweepstakes
- Product Giveaway Sweepstakes
- Cash Prize Sweepstakes
- Event Tickets Sweepstakes
- Gift Card Sweepstakes
- The Great Sweepstakes vs. Contests Debate
Sweepstakes methods are very popular to attract an audience, and this strategy is not going to disappear anytime soon due to its proven effectiveness. Many marketers face a big confusion between sweepstakes and contests; if you are looking to advertise sweepstakes, then you need to understand that there is a slight difference in how winners are chosen.
Differences between sweepstakes and contests
Sweepstakes
- Random Draw: Winners are selected randomly from all entries. No skill or effort is required from participants.
- Entry Methods: Entries can often be submitted through various means, like online forms or mail. Participants usually just need to enter their information.
- Legal Requirements: Generally, sweepstakes must adhere to certain legal regulations, including the requirement that no purchase be made to enter.
- Prizes: Typically, it involves larger prizes, as the goal is to attract a higher number of participants.
Contests
- Skill-Based: Winners are chosen based on their skills, creativity, or performance. Participants need to demonstrate some level of ability or effort in the contests.
- Entry Methods: Entries often involve submitting an essay, photo, video, art, or other creative content.
- Legal Requirements: Contests are also regulated, but the emphasis is on judging criteria rather than random selection. For example, a DSLR brand launched a contest to find the best photo. The winner will be chosen by judges based on various parameters rather than by randomly selecting a photo.
- Prizes: Prizes can vary widely but may be smaller compared to sweepstakes, such as gift cards, merchandise, or smaller cash prizes.
How Sweepstakes Contribute to a Brand’s Success Story
Sweepstakes are not only for driving high engagement; they offer other benefits as well and contribute to writing a brand’s success story. Here’s how:
Makes Your Audience Aware of Your Brand
A sweepstake strategy is not just about giving prizes to customers randomly; there is a business interest behind it. By offering exciting prizes, businesses can attract attention and generate buzz around their brand. When people see your sweepstakes ads on digital platforms, they might not share them with their contacts. But if that online ad contains some FOMO content, then they might be more likely to join in and share it with others to avoid missing out.
Let’s consider a scenario to better understand this benefit. A college student named Alexander is scrolling through social media when he finds an ad for an e-commerce brand offering a wheel of fortune. In that wheel, he has a chance to win four major prizes, including $100, a $50 gift card, and more. To participate, he needs to create an account within 24 hours. Alexander created his account instantly and was offered a wheel of fortune.
When he spun it, he won a $50 gift card. Alexander’s excitement reached its peak, and he immediately started calling his classmates and family, telling them about the brand and encouraging them to create their accounts within the time limit. This way, Alexander began promoting the brand, and that brand achieved its goal of showcasing the sweepstakes ad.
Acquires New Customers and Retains Existing Ones
It is tough for any business to retain customers for a long period because many brands offer the same products at different prices. Customers tend to choose the business that provides offerings at a lower cost. Advertise sweepstakes consistently helps brands retain their existing customers without dropping the price of their offerings. Choosing random customers and offering them cash/ non-cash prizes can easily motivate others to keep buying because, who knows, they might be the next lucky winner.
The only thing that the brand needs to be careful of while choosing the lucky winners is that it should focus on transparency and timely winner updates on various platforms like social media and its websites. By doing this, the brand can boost the trust among its existing customers and attract new customers to participate in the sweepstakes affiliate program.
Increases the Number of Sales
A well-executed sweepstakes ad can increase sales numbers by generating a sense of urgency and excitement among potential customers. The possibility of winning a prize can motivate people to make purchases they may not have otherwise made. Moreover, providing discounts through a sweepstakes strategy can encourage customers to buy more.
It increases customers’ attachment to the brand. When customers think about buying a particular product or service, they are more likely to choose your brand over others, which leads to increased brand loyalty and repeat purchases.
Grows Web Traffic with Recurring Visitors
One of the main advantages of running a sweepstake is that it can significantly increase your website’s traffic. This is especially true if you opt for instant-win sweepstakes, where participants can enter multiple times, like once daily or even multiple times. When you offer a prize that is relevant to your business, the people entering the sweepstake are likely to be part of your target audience. This means the increased traffic is not just random visitors but potential customers who are genuinely interested in what your business offers.
Maximizes Reach with Multi-Channel Promotion
Sweepstakes have a significant advantage because they can reach a wide audience through various promotional channels. Sweepstakes can engage a wide audience by using various digital platforms, such as:
- Social Media,
- Email Campaigns,
- Blog Posts.
With this flexibility, advertisers can adjust their marketing strategies to maximize each platform’s strengths. For example, social media can create excitement and encourage sharing, while email campaigns can target specific groups with personalized offers. This multi-channel approach not only increases visibility but also improves engagement, allowing brands to advertise sweepstakes effectively.
Types of Sweepstakes and Their Payout Structures
When promoting sweepstakes, it’s important to know the different types and how their payout work to improve participation and profits. Here are some common types:
SOI (Single Opt-In)
- What It Is: Users just need to enter basic contact details like their name and phone number.
- Payout: This is the simplest option and has the lowest payout, usually less than $2 per conversion. Since it’s easy and doesn’t cost users anything, it’s often chosen by beginner marketers.
DOI (Double Opt-In)
- What It Is: Similar to SOI, but users also need to confirm their email address through a link sent to them.
- Payout: It requires an extra step, which is why the payouts are higher compared to SOI. It’s a bit more challenging but more rewarding.
CC Submit (Credit Card Submit):
- What It Is: Users are required to enter their credit card details. They might be charged a small fee initially or nothing at first, but later, they are charged the full amount after a trial period.
- Payout: This type offers the highest payouts, around $20 per conversion. However, it’s more suited for experienced marketers because it involves handling credit card details and typically requires a larger budget. Additionally, success and profits can vary based on the user’s location, with higher earnings in countries like France, Japan, and Germany.
These sweepstakes types and payouts are important for advertisers who are looking to advertise sweepstakes for their brand and attract more attention.
Ideal Ad Formats to Advertise Sweepstakes Successfully
Hosting a sweepstakes requires a strategic approach for success. We have researched some ad formats that play a crucial role in achieving this success. Here are some of the most effective options:
Push Ads
Push ads, including web and In-Page Push ad formats, are highly effective for sweepstakes promotions. These ads are shown directly to users’ devices, ensuring high visibility. To maximize success, create multiple ad creatives—five to six variations might be good for you. Test these creatives to find the most engaging versions.
Focus on precise and enticing language like “Win a New Led TV!” combined with phrases like “Hurry” or “Offer for a limited period only.” However, be cautious not to over-promise or mislead, as this can negatively impact your campaign and violate advertising guidelines.
Popunder Ads
Advertise sweepstakes without popunder ads? It’s a bet that you might miss out on a high-engagement opportunity. These ads are straightforward to create and can be highly effective for sweepstakes. While the ads themselves are simple, the key lies in the landing page.
Design a compelling landing page with customized surprise boxes or questionnaires related to sweepstakes. This interactive element keeps users engaged and more likely to provide valuable information. By creating a personalized or landing experience, you can increase user attention and improve conversion rates.
Native Ads
Native ads are also very helpful for advertisers who are looking to advertise sweepstakes without disturbing the audience’s behavior. These ads fit naturally within the website or app content, making them look like part of the usual material users are already reading or viewing. This approach feels less like an interruption and more like a helpful addition.
When promoting sweepstakes, native ads can be tailored to match the site’s style, making them more appealing and likely to be noticed. By blending in, they provide important details about the sweepstakes in a way that feels organic and engaging to users.
Famous Sweepstakes Examples: Their Stories and Strategies
Sweepstakes have been a popular marketing tactic for centuries. It offers consumers the chance to win prizes while promoting brands and products. We have discussed it already. Now it’s time to learn from famous sweepstakes examples. Here are a few well-known examples and the strategies behind their success:
PepsiCo (Summer Sale At Walmart)
PepsiCo ran sweepstakes to enhance the summer grilling season at Walmart. At that time, they used to advertise sweepstakes through various digital modes. Shoppers who made purchases at participating Walmart stores could upload their receipts online for a chance to win gift cards. To participate, shoppers needed to make purchases at one of the 1.400 Walmart stores included in the promotion. After shopping, they would upload their receipts online to enter the sweepstakes.
This method allowed PepsiCo to drive traffic to Walmart and increase customer engagement. By offering gift cards as prizes, PepsiCo incentivized shoppers to spend more at Walmart, enhancing the overall shopping experience. The sweepstakes not only encouraged consumers to buy more but also provided them with a chance to win various rewards, making the summer season more enjoyable and rewarding for participants.
Kinder
Kinder’s advertise sweepstakes across the Gulf region to boost sales and collect shopper data. Consumers who bought a kinder product had to scan a QR code and submit it via Whatsapp or upload their purchase receipt to enter. The winner is always decided at random. This approach engaged consumers in multiple countries, including Kuwait, Oman, and the UAE.
Kraft Heinz
If you are looking to advertise sweepstakes in a country like Canada, then this sweepstake marketing example is surely going to help you. Kraft Heinz launched a sweepstakes to drive sales at Walmart in Canada. Shoppers who bought three participating products and uploaded a receipt image could enter the sweepstakes.
Prizes included Weber Smokefire Pellet Grills and Walmart eGift cards with a total prize pool of $50,000. Kraft Heinz effectively encouraged consumers to buy more products and engage with the brand. This strategy not only drove sales but also generated buzz around the grilling season.
How to Advertise Sweepstakes Like a Pro
Advertising sweepstakes effectively can drive significant engagement and attract a large audience. Here are some pro tips to help you advertise sweepstakes successfully:
- Set Clear Goals for Your Sweepstakes: You need to begin by clearly defining what you want to accomplish. Are you aiming to grow your social media following, gather leads, or get more blog engagement? Identifying your goal will shape your entire sweepstakes ad campaign. Common goals include boosting social media reach, building an email list, or increasing engagement.
- Choose the Right Prizes: Select prizes that will excite your target audience. High-value items like gadgets often attract more attention than smaller prizes. However, balance the desirability of the prizes with your budget. The more appealing the prize, the more entries you’ll likely receive.
- Establish Participation Rules: Create clear and simple rules for your sweepstakes. Include details about the prizes, start and end dates, how winners will be chosen, eligibility criteria, privacy policies, and legal disclaimers. This protects you legally and ensures participants understand how to join.
- Decide On Timing: Plan the start and end dates for your sweepstakes. Typically, campaigns last 3-4 weeks. Shorter durations are fine for smaller prizes, while more valuable prizes may need a longer run. Avoid ending campaigns during holidays or special occasions when people are not as engaged.
- Pick Engaging Visuals: Visuals matter a lot, especially if you want to advertise sweepstakes. Find and pick engaging visuals and also focus on their relevance. If your offer is related to a spin wheel, then the visuals should match your offer. Consider asking for photos of winners with their prizes and save them for future sweepstake ads.
- Engage with All Participants: Don’t forget about those who didn’t win. Send a thank-you email to all participants and offer a small consolation prize like a discount. This helps maintain goodwill and encourage future engagement. Think outside the box and consider ad networks known for their broad reach and are also budget-friendly.
Conclusion
Advertise sweepstakes on a regular basis can provide a high engagement for brands only if they are used correctly. By understanding the different types of sweepstakes, their benefits, and effective advertising strategies, you can create successful ad campaigns that drive results. Remember to set clear goals, choose the right prizes, establish rules, and utilize engaging visuals to attract a wider audience. With careful planning and execution, sweepstakes can be a valuable addition of success to your digital advertising strategy.
Frequently Asked Questions (FAQs)
What is a sweepstakes?
Ans. A sweepstakes is a digital marketing strategy in which participants can win prizes by participating in a draw. Winners are chosen randomly.
How can I advertise sweepstakes effectively?
Ans. To advertise sweepstakes effectively, use digital channels like ad networks, social media, and email campaigns. Choose engaging visuals and clear rules to attract participants.
Should I advertise sweepstakes using popunder ads?
Ans. Yes, popunder ads are effective for brands looking to advertise sweepstakes. This ad format keeps users engaged and increases conversions.
What types of prizes are best for advertisers looking to advertise sweepstakes?
Ans. Prizes that excite your target audience work best. High-value items like gadgets or gift cards are often more attractive and can lead to more entries when you advertise sweepstakes.
How can I use push ads to advertise sweepstakes?
Ans. Advertise sweepstakes using push ads are perfect for brands as they appear directly on users’ devices. You can use engaging and clear ad creatives to attract attention.
